{"id":74565,"date":"2023-02-21T06:50:57","date_gmt":"2023-02-21T05:50:57","guid":{"rendered":"https:\/\/visionarymarketing.com\/?p=74565"},"modified":"2025-05-24T19:27:29","modified_gmt":"2025-05-24T17:27:29","slug":"innover-ou-mourir","status":"publish","type":"post","link":"https:\/\/visionarymarketing.com\/fr\/2023\/02\/21\/innover-ou-mourir\/","title":{"rendered":"Innover ou mourir ? L\u00e0 n’est pas la question"},"content":{"rendered":"\n

Innover ou mourir est un mantra r\u00e9p\u00e9t\u00e9 par tous, mais est-il vrai\u2009? Getz et Robinson nous prouvent le contraire. Innover ou mourir l\u00e0 n\u2019est pas la question\u2009! S\u00e9n\u00e8que, l\u2019auteur romain a \u00e9crit \u00ab\u2009Ducunt volentem Fata, nolentem trahunt\u2009\u00bb. Soit en fran\u00e7ais : \u00ab\u2009les destins guident ceux qui acquiescent, ils entra\u00eenent ceux qui r\u00e9sistent\u2009\u00bb. Doit-on en d\u00e9duire, en mati\u00e8re d\u2019innovation, selon un discours entendu, qu\u2019il faut innover \u00e0 tout prix, car ne pas innover serait mortel\u2009? Rien n\u2019est moins vrai selon Getz et Robinson.<\/i><\/p>\n\n\n\n

Deux auteurs prouvent qu\u2019innover ou mourir n\u2019est pas la question<\/h2>\n\n\n
\n
\"\"
Innover ou mourir\u2009? Telle n\u2019est pas la question \u2014 image produite avec Midjourney.<\/figcaption><\/figure>\n<\/div>\n\n\n

Issac Getz (professeur \u00e0 ESCP) et Alan G. Robinson (Universit\u00e9 du Massachusetts) r\u00e9pondent clairement non \u00e0 cette question<\/a>. Selon eux, la c\u00e9l\u00e8bre devise \u00ab\u2009innovate or die\u2009\u00bb (innover ou mourir) a amen\u00e9 trop d\u2019entreprises \u00e0 croire en la mentalit\u00e9 du jackpot<\/i>.<\/p>\n\n\n\n\n\n\n

\n
\"\"<\/figure>\n<\/div>\n\n\n

Cette mentalit\u00e9 fait le bonheur des consultants qui mettent en avant l\u2019innovation de rupture<\/a> comme \u00e9tant la seule approche viable. Pourtant, celle-ci ne fournit pas de r\u00e9sultats \u00e0 la hauteur des promesses des faiseurs de beaux discours.<\/p>\n\n\n\n

Getz & Robinson pensent qu\u2019\u00e0 cette fausse bonne id\u00e9e, il faut substituer un sain et simple syst\u00e8me de management des id\u00e9es (SMI) et l\u2019am\u00e9lioration continue en puisant ses id\u00e9es aupr\u00e8s des employ\u00e9s et des clients.<\/p>\n\n\n\n

Un point de vue radical, mais concret <\/h3>\n\n\n
\n
\"Innover
Innover ou p\u00e9rir, vraiment\u2009?<\/figcaption><\/figure>\n<\/div>\n\n\n

Getz et Robinson estiment que le jackpot de l\u2019innovation devrait toujours c\u00e9der la place \u00e0 un solide travail de terrain avec les employ\u00e9s et les clients. Ils pensent qu\u2019il faut encourager et g\u00e9rer des id\u00e9es. Leur concept de gestion des id\u00e9es est intitul\u00e9 SMI (System for managing ideas). L\u2019am\u00e9lioration continue est \u00e9galement au menu.<\/p>\n\n\n\n

Un peu radical, mais cet article exprime quelques v\u00e9rit\u00e9s importantes et universelles. N\u2019oubliez pas de le lire avant de vous lancer dans un projet d\u2019innovation. Pour acheter cet article, cliquez ici<\/a>.<\/p>\n\n\n\n

Extrait \u2014 innover ou mourir, est-ce un fait\u2009?
Getz et Robinson \u2014 2003<\/a><\/h3>\n\n\n
\n
\"\"
Innover ou quoi\u2009? Encore une fois<\/figcaption><\/figure>\n<\/div>\n\n\n

\u00ab\u2009Innover ou mourir\u2009\u00bb. Ce mantra a \u00e9t\u00e9 r\u00e9p\u00e9t\u00e9 tellement de fois. Les m\u00e9dias, les gouvernements, les chefs d\u2019entreprise, les professeurs de commerce, les consultants et les gourous du management s\u2019en sont empar\u00e9s. \u00c0 tel point que le public en est venu \u00e0 penser qu\u2019il est vrai.<\/p>\n\n\n\n

Cet article examine pourquoi les chefs d\u2019entreprise ont \u00e9t\u00e9 si enclins \u00e0 se laisser prendre \u00e0 un message aussi mal interpr\u00e9t\u00e9. Il montre comment cela les a amen\u00e9s \u00e0 n\u00e9gliger les v\u00e9ritables sources de performances \u00e9lev\u00e9es \u00e0 long terme.<\/p>\n\n\n\n

Pour votre information, voici le d\u00e9but de l\u2019introduction de cet article.<\/em><\/p>\n\n\n\n

Introduction<\/h3>\n\n\n\n

\u00ab\u2009En octobre 2002, comme chaque ann\u00e9e, le quotidien fran\u00e7ais Le Monde a publi\u00e9 le classement des budgets de recherche et d\u00e9veloppement des entreprises fran\u00e7aises. Il a \u00e9galement organis\u00e9 un \u00e9v\u00e9nement sp\u00e9cial pour c\u00e9l\u00e9brer les plus grands d\u00e9pensiers. Cette ann\u00e9e, le vainqueur, avec 5,1 milliards d\u2019euros, a \u00e9t\u00e9 EADS, un consortium a\u00e9rospatial, suivi d\u2019Aventis avec 3,5 milliards d\u2019euros, et d\u2019Alcatel avec 2,9 milliards d\u2019euros.<\/p>\n\n\n\n

Les m\u00e9dias ne sont pas les seuls \u00e0 faire de la publicit\u00e9 \u00e0 ce genre de classement. Les gouvernements le font aussi. En 2002, par exemple, le minist\u00e8re britannique du Commerce et de l\u2019Industrie (DTI) a publi\u00e9 son douzi\u00e8me tableau de bord annuel sur la recherche et le d\u00e9veloppement. D\u2019autres gouvernements suivent les m\u00eames donn\u00e9es dans leur propre pays. Pourquoi\u2009?<\/p>\n\n\n\n

La raison en est le r\u00eave cher aux entreprises et aux gouvernements. Un r\u00eave d\u2019innovation avec sa promesse de succ\u00e8s et de richesse. C\u2019est ce qu\u2019indique le tableau de bord du DTI sur la recherche et le d\u00e9veloppement. \u201cL\u2019innovation a \u00e9t\u00e9 mise en \u00e9vidence comme \u00e9tant \u00e0 l\u2019origine de la croissance dans les \u00e9conomies de march\u00e9 libre et la recherche et le d\u00e9veloppement constituent un investissement cl\u00e9 dans l\u2019innovation, car ils d\u00e9bouchent sur de nouveaux produits, processus et services\u201d (p. 3).<\/p>\n\n\n\n

Le rapport revient imm\u00e9diatement sur cette derni\u00e8re affirmation et s\u2019en approche*. Il poursuit ensuite all\u00e8grement son activit\u00e9 d\u2019affichage des donn\u00e9es budg\u00e9taires de R & D en partant du principe qu\u2019il d\u00e9tient la cl\u00e9 universelle de l\u2019innovation\u2009\u00bb.<\/p>\n\n\n\n

[\u2026]<\/p>\n\n\n\n

Pour acheter cet article, cliquez ici<\/a> et cela vaut bien quelques dollars<\/p>\n\n\n\n

* \u00ab\u2009Il ne s\u2019agit bien s\u00fbr que d\u2019une partie de l\u2019investissement dans l\u2019innovation puisque les investissements dans les biens d\u2019\u00e9quipement et dans le d\u00e9veloppement de nouveaux march\u00e9s, syst\u00e8mes et comp\u00e9tences sont \u00e9galement importants\u2009\u00bb (p. 3)<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Innover ou mourir est un mantra r\u00e9p\u00e9t\u00e9 par tous, mais est-il vrai\u2009? Getz et Robinson nous prouvent le contraire. Innover ou mourir l\u00e0 n\u2019est pas la question\u2009! S\u00e9n\u00e8que, l\u2019auteur romain a \u00e9crit \u00ab\u2009Ducunt volentem Fata, nolentem trahunt\u2009\u00bb. Soit en fran\u00e7ais : \u00ab\u2009les destins guident ceux qui acquiescent, ils entra\u00eenent ceux qui r\u00e9sistent\u2009\u00bb. Doit-on en d\u00e9duire, en mati\u00e8re …<\/p>\n","protected":false},"author":2,"featured_media":83897,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1613],"tags":[],"class_list":["post-74565","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-digital-marketing"],"yoast_head":"\nInnover ou mourir ? 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He is a speaker and author of many books. In 2014 he went from intrapreneur to entrepreneur, when he created his digital marketing agency. Yann Gourvennec a cr\u00e9\u00e9 visionarymarketing.com en 1996. Il est conf\u00e9rencier et auteur de plusieurs livres. En 2014, il est pass\u00e9 d'intrapreneur \u00e0 entrepreneur en cr\u00e9ant son agence de marketing num\u00e9rique.","sameAs":["https:\/\/visionarymarketing.com","http:\/\/facebook.com\/ygourven","http:\/\/linkedin.com\/in\/ygourven","https:\/\/x.com\/ygourven","https:\/\/www.youtube.com\/c\/visionarymarketingagency"],"url":"https:\/\/visionarymarketing.com\/fr\/author\/yann-gourvennec\/"}]}},"_links":{"self":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/74565","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/comments?post=74565"}],"version-history":[{"count":0,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/posts\/74565\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media\/83897"}],"wp:attachment":[{"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/media?parent=74565"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/categories?post=74565"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/visionarymarketing.com\/fr\/wp-json\/wp\/v2\/tags?post=74565"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}